of pricing from the usual practice of ex ante pricing, which is done at the initiation of a transaction and prior to the consumption experience, to ex post pricing, which defers pricing to a follow-up step after the consumption experience. A commercial use that offers this payment choice is Ebook seller OpenBooks.com. Post-pricing separates the buying decision and the pricing decision. Consuming a product, call it a good, reduces information asymmetries about the good's quality, so the buyer is informed of the product's quality when they decide what to pay. Risk-averse buyers who would not purchase the good at a fixed price for fear of its quality (or would price at a discount in an ex ante PWYW system) can be enticed to purchase the product using an ex post PWYW system. The ex post PWYW system works as a signal of quality to attract risk-averse buyers. This might be a profitable strategy if it attracts risk-averse buyers, increasing the consumer base and allowing economies of scale in production. Post-pricing separates the buying decision and the pricing decision. Charity elements Another enhancement is to add a charity element when selling digital content. This is used in the Humble Indie Bundle, which has a buyer-directed charity component to further increase buyer willingness to pay. This charity effect is similar to the research study noted in the Research section above. Humble Bundle also encourages buyers to "beat the average" by adding additional content for customers who pay above the current average purchase price. Repeated transactions A further enhancement is to use a series of repeated transactions. This is called FairPay ("Fair PWYW"). This shifts the scope from a single digital content transaction to an ongoing relationship over a series of transactions. It builds on the benefits of ex post PWYW pricing (setting the price after consumption, when product's value is known) and adds a feedback process for tracking individual buyers' reputations for paying fairly, as assessed by the seller. It then uses the fairness reputation data to let the seller determine what further offers to extend to that particular buyer. It seeks to incentivize fair pricing by buyers (to maintain a good reputation, and thus be eligible for future offers), and to enable sellers to limit their risk on each transaction in accord with the buyer's reputation. The Fair PWYW architecture and how it builds on modern digital content pricing strategy has